Here are real examples of how top US-based SaaS companies are using webinars to bring in leads, close deals, and grow their business.
Why Do Webinars Work So Well for SaaS Companies?
SaaS businesses make money when customers stick around month after month. But before someone renews their subscription, they need to understand your product, see how it helps them, and trust that you’re the right choice. Webinars handle all three at once.
Here’s why SaaS companies keep coming back to webinars:
- They bring in high-quality leads — 73% of B2B marketers say webinars are the best way to find people who are actually interested
- They cost less — webinars average $72 per lead compared to $92 for search ads and over $800 for trade shows
- People actually show up — 40-50% of people who register actually attend live, and the rest can watch replays
- They turn viewers into buyers — webinars can convert 20–40% of attendees into real leads
- They build trust fast — talking live with someone builds more trust than any blog post or PDF ever could
With the right SaaS webinar platform, companies can turn these online events into their best marketing tool.
What Makes a SaaS Webinar Actually Work?
Here’s why SaaS businesses webinars are successful in US & NAM region:
- Addresses specific problems instead of general ideas—focused topics that solve real problems
- Product demos that feel natural—showing off your solution without being too pushy
- Ways to interact during the session — polls, questions, and live chat that keep people awake and paying attention
- Smart post-webinar follow-up emails —messages that are tailored to how much someone paid attention
- Offers that make people want to act right away instead of waiting, with clear next steps and a deadline
SaaS companies can easily link their CRM to Airmeet’s webinar platform, see who participated, and send automated follow-ups after each session.
Real Webinar Success Stories in SaaS
1. HubSpot Brings in Over 100,000 Leads Every Month Using Educational Webinars
HubSpot decided early on to educate people instead of just selling to them. They created blogs, webinars, and free training programs that help potential customers learn about marketing. Their webinars became a huge part of this strategy, bringing in over 100,000 leads every single month through free tools and helpful content. The numbers speak for themselves: HubSpot’s sales went from $883 million in 2020 to $2.3 billion in 2024. It turns out that people will stay and pay, if you help them learn.
2. Webinar-based onboarding cuts training time by 30% at ZoomInfo.
ZoomInfo made a full training program for their sales reps that includes video tutorials, webinars, and support teams to help them learn the platform more quickly.
Research shows that companies investing in good webinar training programs see a 30% drop in onboarding time. That means new team members get up to speed faster and start bringing in money sooner.
3. Agda PS by Visma Gets 86% of People to Show Up With Short Friday Webinars
Agda PS by Visma started hosting “Fredagskvarten” — short, helpful Friday webinars for their existing customers. These sessions were only 15 to 20 minutes long, but they were full of helpful advice. They were able to get almost 900 people to sign up for each webinar in just a few weeks, and an amazing 86% of them actually showed up. They transformed webinars into a virtual tool to ensure customers remain happy and interested through their brief and on-brand and regular timetable.
What is the Biggest Takeaway From These SaaS Webinar Success Stories?
All these stories have something in common. Provide real value. Focus on specific problems. Make it easy to join. Follow up quickly with messages that feel personal.
Whether you’re helping new users get started, teaching prospects about your product, or announcing new features, webinars give you a way to grow that you can measure and repeat. Most SaaS webinars fail because the platform gets in the way — not the content. Laggy streams, clunky Q&As, and nothing useful to hand off to sales afterward.
Airmeet is built for exactly this. Branded registration pages that convert, live polls and Q&A that keep buyers engaged, and CRM integrations that route intent signals directly to your reps — no spreadsheets, no guesswork. By the time the event ends, your sales team already knows who stayed till the end, what they clicked, and who’s ready for a conversation.
For SaaS companies that treat webinars as a real pipeline channel, Airmeet doesn’t just host the event — it makes the follow-up actually work.
Conclusion
Webinars in SaaS aren’t just a marketing trick. They’re a real growth tool. The companies winning with webinars are the ones that plan ahead, give people something valuable, and pay attention to what the data tells them.
If you’re serious about using webinars to grow your SaaS business, you need the right setup. That means choosing a platform that makes your brand look professional, tracking engagement so you know who’s actually interested, and following up fast while people still remember your session.
Airmeet gives you everything you need to host webinars that people actually want to attend. You get detailed analytics that show exactly who engaged and how much. You get easy CRM connections that push your webinar data straight into your sales pipeline. And you get tools that keep people engaged during the session — not zoning out with their camera off.
The best part? You don’t need a huge team or a massive budget to make it happen. Whether you’re running your first webinar or your hundredth, Airmeet helps you focus on what matters — delivering value and closing deals.
Because the best SaaS webinars don’t just teach. They sell.
FAQ
The most successful SaaS webinars include:
- Product demos and how-to sessions — showing people exactly how your software fixes their problems
- Customer success stories — sharing real results from people already using your product
- Onboarding and training sessions — helping new users get value from your tool quickly
- Industry trends and expert talks — positioning your brand as someone who really knows the space
Track these numbers to see if your webinar actually worked:
- Registration numbers and attendance: Determine the number of individuals who registered and the number of those that attended.
- Engagement scores: The engagement scores allow understanding the number of people who took part in polls, asked questions, or used the chat.
- Conversion rate post-webinar: Number of individuals who “converted” – scheduled a demo, started a free trial, or made a purchase.
- Cost per lead: Compare the cost of the webinar and the cost of other marketing channels.
- Revenue influenced: Figure out how much of your pipeline or closed deals can actually be traced back to people who attended your webinar.
It depends on what you can handle and what your audience wants. Weekly webinars work great for ongoing customer training and product education. Monthly webinars are good for announcing new features or sharing thought leadership without wearing people out. Quarterly webinars make sense for big product launches or major industry updates. The most important thing is consistency. Pick a schedule you can actually stick to with good content every single time.
Two weeks before the event, send a strong email invitation that makes it clear what problem you’re trying to solve. Remind people one week, one day, and one hour before the session starts. Make sure your subject line grabs people’s attention and makes them feel like they need to act quickly. Only ask for what you really need on your registration form, and keep it short. The first few lines of your landing page should make it clear why someone should care.
